Sies's founder, Isabelle Lotter, aims to make her muse feel beautiful, dressing her in clothing that is both flattering to her body shape and easy to wear. Clothing that compliments, rather than eclipses. Isabelle delights in finding concepts, silhouettes, details, ideas or stories and retelling them. With each rendition it changes; adapted by Isabelle - the storyteller - to suit the audience, trends or season.

Isabelle aims to provide her muse with the raw material to create her own narrative, adding her own new elements; layering it with a different tone, changing the setting from the enchanted forest to a coffee date in Greenside. And so the tale takes on a life of its own; Sies's contribution being neither the beginning nor the end.